State Of The Culture was a breakout series and a statement for REVOLT by stealing our competitor's most recognizable personality, Joe Budden. As a result, the launch campaign had to check off three boxes: feature Joe Budden's polarizing persona, introduce Joe as a new REVOLT personality, and have enough flexibility that it could run as one extended piece, or diced into smaller pieces to create a more immersive, multi-platform campaign.
Below is the State Of The Culture launch spot. This spot was picked up by most Hip Hop and music platforms and allowed fans to see Joe in a new environment where he is comfortable enough to take risks.
SOTC Show Open
The below show open is an invitation to Hip Hop culture. Utilizing Joe’s voice from the extended launch promo, we had him tell the story of the show's ultimate goal – to give the culture an authentic platform. A gif-style animation of Joe's vast personality, and bold typography for reinforcement completes the visual portion of the open. The heavy-horned music was inspired by Drake's "TROPHIES" https://www.youtube.com/watch?v=vkSFh6HMUtQ , and was intended to make Joe seem both regal and badass at the same time.
Network Snipe
This network snipe was used to reinforce awareness for the launch of State Of The Culture. There is a similar snipe still being used to promote new episodes of the show on Tomorrow & Tonight airings.
Cast Ensemble Spots
Once the cast was locked, we created ensemble spots where each host was able to showcase their personalities. There were a total of five variations of this spot which gave us great flexibility and kept the promotional flight feeling fresh.
The State Of the Culture campaign brought great awareness to the series launch and has become REVOLT's most recognizable property to date. The initial launch spot was picked up by several media outlets and resulted in over tremendous engagement and over 20 million unique impressions.
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